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Chinese consumers account for one in three luxury purchases globally, and are also at the forefront of digital development, reflected by the demise of physical retail formats like hypermarkets, the broad acceptance of digital payment solutions and the high e-commerce penetration in fast-moving consumer goods.
Digital payment penetration in China is 50 times higher than in the United States, which still relies largely on plastic, Exane noted in its recent report “China Online Boom:…yet to come for Ostrich Luxury Brands.”
Yet Western luxury brands in China are still lagging behind, with only 21 of the 34 brands Exane analyzed operating their own e-commerce sites in the country. Many firms, including Hermès, Prada, Ralph Lauren and Swatch, have yet to launch their own local sites.

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The French luxury house sells men’s ready-to-wear online in a single market, the U.S., and does not offer women’s clothing on any of its e-commerce platforms.
All payments on the Chinese web site go through third-party online platform Alipay. Vuitton plans to add UnionPay and WeChat Pay soon.
Online sales are available initially in 12 cities: Beijing, Shanghai, Chongqing, Chengdu, Guangzhou, Shenzhen, Hangzhou, Nanjing, Shenyang, Dalian, Harbin and Wuhan. Further cities will be added at a later date, the company said in a statement on Friday.